Meeting with Double Denim to discuss the OPC campaign [2 December 2019]
Discussed
Originally we had planned to run a campaign to redistribute the books from a portion of the
Overseas Published Collection on 3 or 4 of February 2020. Because circumstances changed we
decided to push the date of the campaign forward to 17 or 18 of December 2019.
Creative Agency Double Denim have advised to stick to the original launch date for the campaign, 3
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or 4 of February 2020.
They have suggested instead to launch a PR exercise pitching the OPC story to targeted media on 17
ACT
or 18 of December.
We are developing an idea to take targeted media on a tour showing them the packed shelves at
Rugby House to
show as well as
tel them why we are looking to rehouse a portion of this col ection.
We can show them some of the “Bach Books”
that are on offer, for example,
God in a Box by Colin
Morris. There is a great selection of similar titles available that we could put on show.
Angles discussed:
• It is the end of a decade and times have changed. The increasing availability of published
content on the internet provides opportunities for libraries and readers to connect to
content rather than having to col ect and store it.
INFORMATION
• This is a global issue – libraries all over the world are having to make these hard decisions.
Storage is not infinite.
• The National Library is part of a global network and we will continue to work with libraries
internationally so that we can provide New Zealanders access to content from across the
globe.
• Our responsibility is to collect, preserve and make available our own New Zealand and Pacific
material in-line with our Collections Policy and statutory obligations. A significant part of our
OFFICIAL
role as stewards and kaipupuri of Aotearoa’s documentary heritage is to preserve the
memory of New Zealand and the Pacific. No other library in the world is going to col ect and
preserve
our stories, that's our job.
THE
We can finesse these messages and possible story angles.
Creative campaign messaging and ideas discussed
• The National Library want to make these books available so that people that have an
investment in these books wil have an opportunity to engage in/with them
UNDER
• We need to keep in mind that we are growing a nation of readers
• Redistributing bulk vs individual titles. Giving these books away to individuals would be
difficult – third-party organisations is preferable
• Every book is a good book is not necessarily true
• Keep away from financial or market value it’s the intellectual value we need to emphasise
• This is a quirky and eclectic collection of “Bach Books” – serendipitous exercise
• We’ve offered these books to libraries, now we’re offering them to you.
•
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The OPC was a col ection of targeted interest books that were sent to NZ because there was
a gap not being met by the NZ public libraries.
Some of the targeted media suggested:
• David Larson – The Spinoff
• Kathryn Ryan - Radio NZ Nine to Noon
• Te Radar and Michele A'Court – Radio NZ The Week that Was
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• TVNZ News
To note:
• Sending books to individuals is now out of scope – we will instead reach individuals / public
through the book fairs we wil be providing books to.
• Double Denim (DD) will also look into the National Libraries relationship with Air NZ – this is
another media / campaign angle they are interested in exploring.
• Bill will look into a possible partnership with Rotary.
•
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We are sticking with the process of offering to libraries first then third-party organisations.
We will need to consider the timing carefully - internal and stakeholder (libraries)
communications wil be factored into any media / PR announcement.
ACT
Key Stakeholders (in the tent)
Libraries
ReadNZ
NZ Book Council
Publishers
Book sellers
Society of Authors
Academics
Researchers
Under the awning/entranceway
INFORMATION
Rotary – Bill has a contact here that he is connecting with who may in interested in taking a bulk
amount and partnering with the National Library.
Lions – keep updated
DCM – keep updated
Logistics
Libraries and third-party organisations and bulk orders will be prioritised.
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Website capability – to keep in mind
Website can include:
THE
• Videos, images
• Information
• Links to excel spreadsheets/lists
Things that can’t be done
•
UNDER
A sign up form – currently we are managing orders via email. This is working at the moment
because the scale of requests have been smal .
• Payment gateway
• RealMe layer
Double Denim deliverables
We wil draw this up into a more official document once you are al happy this is going in the right
direction
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Deliverables
1
PR plan and working with you to pitch to the key media
9(2)(j)
2
Developing an overarching concept which wil be rol ed out in the New
9(2)(j)
Year. To consider:
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1. the need to ensure that people understand if they are at a book fair
and see a bookplate from the National Library that the book hasn't
been stolen or dumped
3
We are looking at two videos:
9(2)(j)
1. one very simple one with Bill saying why they are moving the
collection on - this would go to those inside the tent.
2. And another one with a celebrity who would promote the job lots.
We wil scope this move to get an understanding of how much
talent fees etc would be. We wil write the script, produce, edit and
output . Please be aware this wil be simple due to the budget
constraints.
4
Naming of the project
9(2)(j)
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5
Contingency
9(2)(j)
Next steps and actions
Actions
Responsible
Provide feedback for and sign off on Double Denim
Bill, Rachel, 9(2)(a)
deliverables
Set up meeting with Rotary, Bill, 9(2)(a)
if
Bill
INFORMATION
possible
Ask 9(2)(a)
who their agent is at NZ Post and
9(2)(a)
connect with them to scope possible transport options
Fol ow up with DCM and Lions
9(2)(a)
Create content and media plan for launch on 17 or 18 Dec 9(2)(a)
, Double Denim
Stil to be confirmed:
• Amended criteria for the Principals document and what books are to be considered to be of
“research value”.
• The criteria needs to outline which books they wish to reconsider – a deadline for this criteria
needs to be decided.
• Resource to support the ‘weeding’ of the OPC once criteria has been decided.
• Timeline – we need to provide this with some caveats e.g. how flexible is the timeline, what
are our drop dead dates?
RELEASED UNDER THE OFFICIAL
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